We were tasked with launching Maison Margiela’s new fragrance range, REPLICA, in a way that built brand equity with their target audience whilst retaining their premium feel. In a category dominated by big names and bigger budgets, we had to think smart.

An emotional connection between Maison Margiela and their target audience was key. Our lives are built up of thousands of intimate memories through sight, sound, scent, taste and touch, so we celebrated the unique and personal memories of every visitor with the stunning ‘REPLICA House of Memories’. Inside, an immersive and emotive journey took visitors through time and space, travelling back to unlock, explore and replicate their own special, long-forgotten memories through scent. As visitors journeyed through, they put their memory into words, painted a clearer picture, drenched them in colour, and relived them through the power of sound, providing them with distinctive keepsakes to keep the memory alive.